Samsung is transforming the modern living room into a digital gallery with the launch of a global Samsung Art Store Moomins collaboration. The partnership brings 60 curated digital artworks featuring the whimsical characters of Moominvalley to Samsung Art TVs, merging mid-century Finnish illustration with high-resolution display technology.
The collection serves as a bridge between traditional storytelling and contemporary home decor, allowing users to cycle through a diverse array of imagery created by the Finnish-Swedish artist and writer Tove Jansson. From the stark, evocative black-and-white sketches of the 1940s to the lush, atmospheric watercolors of later decades, the collection captures the evolution of one of the world’s most enduring fictional universes.
As a former software engineer now covering the intersection of tech and culture, I’ve watched the industry move toward “ambient” technology—devices that cease to look like electronics and instead blend into the domestic environment. This collaboration is a strategic step in that direction, leveraging the hardware of The Frame and other Art TVs to treat the screen not as a black void when powered off, but as a canvas for emotional expression.
A curated journey through Moominvalley
The digital collection is not a mere reproduction of a few images but a comprehensive survey of Jansson’s artistic legacy. The 60 pieces include original illustrations from the novels, cover art, and watercolor paintings from beloved picture books. By integrating these into the Samsung Art Store, the company is targeting a growing consumer trend toward home personalization and “slow living” aesthetics.
The variety of the collection allows users to shift the mood of their space depending on the artwork selected. For instance, the inclusion of the “Hattifatteners” from the 1948 work “Finn Family Moomintroll” offers a classic, nostalgic feel, while more contemporary interpretations provide a fresher, modern aesthetic.
▲ “Hattifatteners” (from “Finn Family Moomintroll” (1948)), by Tove Jansson on The Frame Pro
According to Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics, the goal is to evoke specific emotional responses within the home. “The world of the Moomins has always reminded people of the importance of optimism, togetherness and finding beauty in everyday moments,” Ahn said. “Through Samsung Art Store, we’re excited to bring that feeling into the home through a collection that is as immersive as it is inspiring.”
The intersection of art and hardware
The technical execution of this collaboration relies on Samsung’s specialized Art TV lineup, which is designed to mimic the texture and appearance of physical art. The Frame, in particular, uses a matte display to reduce reflections, making digital watercolors look more like paper and ink than pixels on a screen.
While current users of The Frame can access the collection immediately, Samsung is also looking toward the future of its display technology. The company noted that support for OLED models within the Art Store ecosystem is scheduled to begin in 2026, which will likely offer deeper blacks and higher contrast for Jansson’s more atmospheric pieces.
▲ “Garden Party” (from “The Dangerous Journey” (1977)) by Tove Jansson
The partnership also reflects a broader shift in how digital art is consumed. Rather than static files or NFTs, the Samsung Art Store operates as a curated subscription-style service, redefining the “ownership” of art in the digital age by focusing on curation and discovery over permanent possession.
Why the Moomins resonate in a digital age
The Moomins first appeared in print in 1945, and their longevity is rooted in themes that feel increasingly relevant in a hyper-connected world: nature, friendship, and the courage to be oneself. Tove Jansson’s work often balanced childlike wonder with profound philosophical inquiries, making the characters accessible to children while remaining deeply resonant for adults.
James Zambra, Creative Director at Moomin Characters Oy Ltd, suggests that the appeal of these characters is a direct reaction to the pressures of modern life. “At the heart of the Moomin stories is a sense of kindness, curiosity and emotional honesty that has resonated across generations around the world,” Zambra said. “In a fast-paced, hyper-optimised world, Moomin offers an alternative way of living for people hungry for meaning.”
▲ “The Floating Theatre” (from “Moominsummer Madness” (1982)) by Tove Jansson on The Frame
Zambra further noted that Jansson’s “fascinating visual language of considerable sophistication” makes the transition to a digital format feel natural, as the art is designed to be integrated into the home rather than merely viewed in a gallery.
Quick Facts: The Moomin Digital Collection
| Total Artworks | 60 curated pieces |
| Artist | Tove Jansson |
| Global Launch Date | May 18 |
| Compatible Hardware | Samsung Art TVs (OLED support starting 2026) |
| Art Styles | B&W illustrations, Watercolors, Cover art |
The broader legacy of Tove Jansson
To understand the scale of this collaboration, one must look at the global footprint of the Moomins. The stories have been translated into more than 60 languages and have expanded far beyond the original novels into animation, theme parks, and stage adaptations. Jansson, a Finnish-Swedish artist, created a visual legacy that is as much about the landscapes of Finland as it is about the characters themselves.
By bringing this intellectual property into the Samsung ecosystem, the company is leveraging the “global sensation” status of the Moomins to attract a demographic that values both high-end technology and classic European art. This move aligns with other recent efforts by tech giants to partner with cultural icons to soften the industrial feel of home electronics.
For those interested in the history behind the characters, more information on the artist’s life and work can be found through the Tove Jansson official site.
The Moomins collection will be available globally on the Samsung Art Store starting May 18. Users can expect to find the collection within the Art Store app on their compatible devices, where they can select and schedule the display of their favorite pieces.
We would love to hear your thoughts on the intersection of digital art and home technology. Do you think digital galleries can replace physical art in the home? Share your comments below.
